Integrated Services
Led product design from 0-1-10
Serving almost 30 million customers across 2 continents and 13 markets, insurance advisors performed a wide range of activities using various tools. Business wanted to improve advisors' onboarding, productivity and satisfaction.
I led and designed end-to-end product design, UX strategy, user research. and UI design. I was responsible for stakeholder communication, influencing product strategy, design direction and executing design deliverables. I also facilitated workshops for requirements gathering and ideation.
Requirements Gathering & User Research
I facilitated several sessions with stakeholders to clarify requirements, explore ideas, groom user stories, create task flows and wireframes.
I also conducted usability test sessions with PH and SG agents to validate and continuously test and iterate throughout the development sprints.
For each round, I recruited 10-12 potential users and conducted 1:1 sessions lasting about 60 minutes. Sessions were either conducted in person on over video call. I used mixed mode methods and prepared comprehensive research guide outlining the key research objective, scenarios, task and questions.
Insights from user research helped understand where the gaps were. We found that users were using a mix of digital and analog tools and keeping the information updated was largely a manual process. Based on user feedback and business input, we came up with the problem statement, defined the guiding design principles and identified several potential features.
Research Summary
7
Rounds of research / usability testing
78
Total number of participants
3
Test locations
2
User Segments
Use familiar, simpler designs
Reinforce and nudge positive behaviour change
Modularise for scalability and personalisation
Meaningful, goal oriented information & actions
On several occasions, we could not agree on most suitable component / pattern to use. For eg, we were not sure if we should use stacked labels and form input. Based on A/B test, it was clear that stacked fields made it slower for users to navigate and complete the task, so we settled on the other option.
After several cycles of design, test and build, I continued working on market localization with local teams for various markets such as Vietnam, Singapore, Hong Kong and Philippines and helped roll out in Vietnam as the first target market.
